In a globalised and diverse world, public sector communication professionals face the challenge of reaching a heterogeneous and broad audience with clear and accessible communication, whilst maintaining their democratic mission. Through six semi-structured interviews with communication professionals within the healthcare sector of Region Uppsala, this study aims to investigate how they imagine the general public as recipients of their communication. Furthermore, it examines how they work to include and engage all residents with various needs, as well as the perceived challenges that follow. This study utilizes a theoretical framework that includes the communicative constitution of organizations (CCO), focusing on the Montrealschool ́s perspective and its concepts text and conversation and Ventriloquism. These perspectives are combined with Dutta's cultured centered- and cultured sensitivity approach.

Through a thematic analysis, the findings reveal that the public is perceived as a demanding and complex target group, requiring tailored messages and the use of multiple communication channels, including both digital and traditional media. Furthermore, dialogue and cooperation with residents and organisations is important to include and reach the various groups within the public. However, limited resources and the changing media landscape, among other factors, limit their ability to achieve the ideal of inclusive communication.

By focusing on the subjective experiences of the communication professionals, this study contributes to a new understanding of public sector communication from an insider's perspective, highlighting their role in the public healthcare sector and the challenges of communicating with a diverse audience. Given the democratic responsibility to engage all residents, the study emphasizes the societal importance of inclusive and accessible communication for democratic participation.